Lucas Pinheiro Braathen Ignites Brazil’s Ski Revolution

Lucas Pinheiro Braathen Levi Team Celebration, Photo / Elias Koli

Brazil is a rising power in alpine skiing

A sea of green flags, playful samba rhythms, dancing crowds, and the melodic flow of Portuguese — no, this isn’t a football match in São Paulo. You can now experience all of this on the steep slopes of the Austrian Alps or above the Arctic Circle at –20°C.

Last season, Lucas Pinheiro Braathen placed his mother’s homeland, Brazil, firmly on the world skiing map. And very quickly, Pinheiromania took hold. That Brazilians would bring Caipirinhas, exotic bib draws, and carnival-style joy to ski races — that part was almost expected. 

But the real question was: How is Brazil itself embracing alpine skiing?

A Rising Interest in Winter Sports

In Sölden, we spoke with Anders Pettersson, President of CBDN (Brazilian Snow Sports Federation) about how a tropical nation is embracing alpine skiing.

“Winter sports have been spreading in Brazil quite fast in recent years. A clear sign is that the races are now broadcast live on several Brazilian channels with Portuguese commentary. It’s mainly thanks to the great representation of our athletes,” Pettersson told us, clearly delighted with both the organization and atmosphere in the Austrian Alps.

We were also curious about his view on the upcoming Olympic Games in Italy, where Brazil expects to send its largest delegation yet.

“The Winter Olympics will be a huge step forward — from five athletes in Beijing, we will probably move to nine. Everything will be decided in mid-January. But it’s not just about numbers; we’re optimistic about Brazil’s participation too. Athletes will compete in men’s and women’s alpine skiing, men’s and women’s cross-country, half-pipe, probably biathlon, and also probably snowboard cross.”

According to available information, Lucas Pinheiro Braathen has a guaranteed Olympic spot. Christian Oliveira Soevik, who shares the same Norwegian-Brazilian roots, Giovanni Ongaro and Christoph Brandtner are fighting for the two remaining places. The women’s alpine spot may go to Alice Padilha, Emily Magnani or Isabella Springer. All decisions will be finalized in mid-January.

Brazil also sees medal potential in snowboarder Pat Burgener, who — like Pinheiro Braathen — switched from Switzerland to Brazil.

A huge part of Brazil’s winter-sports growth includes the Paralympics, where medal chances are strong thanks to para cross-country sit-ski athletes Aline Rocha and Cristian Ribera. We asked Pettersson if this rapid rise in attention creates new pressure.

“Of course, there is pressure. But since we work in multi-year cycles and plan ahead, I don’t see it as a dramatic change,” he explained calmly.

Commentating — Brazilian Style

Because broadcasting rights for the Alpine Ski World Cup are divided between Austrian races, non-Austrian races, and separately sold rights for the Olympics and World Championships, Brazilians can watch skiing across multiple channels. As a result, more reporters now cover the sport. We wanted to know what it feels like to report for an audience only beginning its journey with alpine skiing.

Gabriel Gentile from Time Brasil TV, who reported on the Sölden races, shared:

“Reporting on skiing in Brazil is special because for most people it’s still a new sport. Many know it only from movies or holiday trips, so part of our job is to explain the rules and help the audience discover it. Winter sports grew here, especially after the 2010 Winter Olympics, the first time they were broadcast free-to-air. The reception was surprisingly good — even curling became a hit, and we didn’t even have a team. We follow sports that aren’t traditional in Brazil, so besides research, we also have to explain everything. But Brazilians love action sports like surfing and skateboarding, so it’s easy to attract them to skiing and snowboarding. Interest is not huge yet, but it’s growing. You see it in viewership and on social media — our athletes are gaining more followers. It feels like we are building a completely new sport together with the audience.”
— Gabriel Gentile

Flávio Ascânio and Luciano SokDra Lancellotti from ESPN had the extraordinary opportunity to report on Brazil’s historic first World Cup victory — Pinheiro Braathen’s win in Levi.

“The winning run was amazing! One of the best moments of my life as a reporter!”
— Flávio Ascânio

As a skateboard instructor, he also interviewed Lucas on the show Bola da Vez, which he remembers as a special experience.

“When Lucas Pinheiro Braathen announced that he would represent Brazil last year, the media started to look closer at him. Who is this fantastic alpine skier, and can he give Brazil a unique opportunity to get into the top results in the World Cup as well as in the Olympics?  These days, many Brazilians are interested in Alpine skiing and dreaming of Lucas at the top of the World Cup podium and a medal at the 2026 Winter Games at Milano-Cortina, which would be the first time for Brazil.”
— Flávio Ascânio

When asked about a funny moment from the broadcast, Ascânio laughed:

“I think the big challenge and funny thing is trying to pronounce competitors’ names correctly.” — Flávio Ascânio

Lancellotti’s connection to the sport runs deep. He has been involved in action sports all his life — off-road – BMX and mountain bike especially — and he personally knows Lucas’s Brazilian family. That made the moment even more emotional for him.

“I experienced Brazil’s first Formula 1 victory when I was about six years old, standing next to my father, and it shaped my life and career. I’ve been reporting on the X-Games since 1995. And now, to report on this unique victory in a sport that isn’t traditionally Brazilian was extremely emotional. I had to focus not just on the reporting but on what would later spread on the internet. It is truly one of the great sporting moments of my life.”
— Luciano SokDra Lancellotti

Gustavo Rezende from Piu Esportes, reporting for Cazé TV, also shared his excitement about Levi:

“We were blown away by the number of Brazilian flags and shouts of support for Lucas even before the race began, during the bib draw — sensational. It must have been magical.”
— Gustavo Rezende

A Dream Come True

Hans Egger, skiing expert for Sport TV and former Brazilian ski racer, competed in two World Championships and at the 1992 Olympics in Albertville, where he carried the Brazilian flag. He discovered skiing while visiting his grandparents in Germany and fulfilled his Olympic dream thanks to the Brazilian ski club in Canada. But he had another dream too: to one day see a Brazilian athlete win a World Cup race.

“When I first saw Lucas ski, I noticed the Brazilian stripe on his neckie and I knew he loved Brazil. Before the Olympic Games in Beijing, I told my colleagues that Lucas could one day ski for Brazil because he has dual citizenship. No one believed he would leave such a strong Norwegian team. And in the end, it happened.”
— Hans Egger

Deeply moved, Egger added:“I knew the victory would come — I had expected it since last year. He fulfilled my dream. I believe we will see big things. He is opening doors for others. I am a big fan of his mentality.  He is truly unique.”
— Hans Egger

Brazil on Snow

Because Brazil doesn’t have traditional ski slopes, passionate skiers travel to Argentina, Chile, the USA or Europe. In Levi, even on their honeymoon, we met André and Helena — enjoying skiing while witnessing a historic moment for their country.

Grazi Lorenzini, physician and ambassador of the Brazilian Ski Championship, explained the current opportunities for Brazilians to try skiing. Rio Grande do Sul has Snowland, an indoor ski slope with real snow for enthusiasts and beginners. There are also ski simulators in shopping malls. The Brazilian Ski Federation organizes many activities to bring these exotic sports closer to the public, and Lucas’s victory will certainly help.

“People were overjoyed, especially the show enthusiasts. Many people sent me direct messages.  There was an intense happiness among the general population at seeing a Brazilian become a World Cup winner,” Lorenzini said.
— Grazi Lorenzini

Pettersson watched the decisive second run standing, unable to sit from excitement:“It was a very special day! As you know, there are strong repercussions both in Brazil and internationally because of his victory.”
— Anders Pettersson

Joy in Homes Across the World

Lucas’s mother, Alessandra Pinheiro Evans, living in New Zealand, shared that her family in Brazil even saw fireworks in honor of his victory.

“Our family can finally follow Lucas and his journey. It’s on TV, on social media. We follow his fanclub. It’s something new and it’s growing quickly. Brazilians are still learning about this sport, but Lucas does a wonderful job in his interviews. For Brazilians, it’s beautiful to see our flags and fans at World Cup races — it really helps to make the sport visible. As Lucas always says, there are children he wants to inspire to follow their dreams.”
— Alessandra Pinheiro Evans

Friends and family in Norway felt overwhelmed with emotions:

“We were so happy for him. The amount of joy and adrenaline he brought into the living room was unbelievable. It was epic! We’re all here for him — he’s an amazing person.”

Hebia da Silva, a proud Brazilian fan living in Italy, described her emotions with great warmth:

“Lucas’s victory was for me and for my families — both Brazilian and Italian — an inexplicably euphoric moment. Since last year, with Fan Club Lucas Brazil, we had been waiting for this victory, and when Lucas stepped onto the podium, it was unbelievable. There were screams, flags in the windows, samba — our hearts were overflowing with happiness. 

The Italians love Lucas, and I received many affectionate messages congratulating him. Every competition is a unique emotion, but this one was unforgettable. This victory felt like Brazil winning the 2002 World Cup with Ronaldo — Lucas’s idol — becoming ‘O Fenômeno.’

And that is what Lucas is for us now: O FENÔMENO DO ESQUI. We will always be with him; our hearts beat for Lucas. We are already excited for the next competition. Vamos dançar, Lucas!”
— Hebia da Silva

Your difference is your superpower, believe in it

At the finish line in Levi, Lucas Pinheiro Braathen was visibly emotional — shaking not only from the cold, but from everything the moment meant. He struggled to describe the whirlwind of feelings. Speaking about the presence of new flags on the World Cup podium, he gave special praise to Finland’s Eduard Hallberg:

“I think we’re in a shift. We’re becoming more diverse, with more inclusivity, and I’m very happy to see it starting to touch alpine skiing as well. I have to say, having the opportunity to share this podium with Eduard Hallberg — who achieved it on home soil in Finland and for whom it was such a rich experience — is truly great. I’m really happy for him and very excited to see new, different flags that are able to make it all the way to the top.”
— Lucas Pinheiro Braathen

And from the very top step of the podium, he delivered an expression that has since spread across the world — onto wallpapers, posters, phone screens and even tattoos:

“Your difference is your superpower. So believe in it!”
— Lucas Pinheiro Braathen